Project on:

New Service
Innovation:
Regent
Airways
Junior Marketeers
Nowsheen Noor

1320938

Mirza Md Tanzid

1430522

Md Shafayet Hossain Anik

1431102

Farzana Hoque

1431376

Nusrat Sharmin

1431139

Contents
1. Introduction..................................................................................................................................2
Overview of the Company...........................................................................................................2
Competition Analysis...................................................................................................................2
Direct Competitors...................................................................................................................3
New Service.................................................................................................................................4
Direct Competitors-.....................................................................................................................4
Indirect competitors-....................................................................................................................4
Target Customer analysis.............................................................................................................5
Market segments..........................................................................................................................6
New service development process...................................................................................................7
Business Strategy Review:..........................................................................................................7
Vision...........................................................................................................................................7
Mission........................................................................................................................................7
Idea Generation................................................................................................................................8
Idea generation 1..........................................................................................................................8
Idea Generation 2.........................................................................................................................8
New Service Description.................................................................................................................9
Service Concept development and evaluation:..........................................................................10
Service development and testing:..................................................................................................10
Market testing................................................................................................................................11
7ps..............................................................................................................................................11
Business Analysis..........................................................................................................................13
Commercialization:........................................................................................................................16
Post introduction analysis:.............................................................................................................16
Conclusion.....................................................................................................................................16
Reference.......................................................................................................................................17

1. INTRODUCTION
Regent Airways (incorporated as HG Aviation Limited) is a wholly-owned subsidiary of Habib
Group - the Chittagong-based conglomerate engaged in a diverse portfolio of business endeavors
which include power, steel, readymade garments, textiles, spinning, cement, paper and fertilizer
among others.
With the tagline "every little thing counts", Regent Airways reasserts its commitment to excel in
airline service and be recognized as a world-class airline from Bangladesh.
Regent Airways has also planned to develop the countrys first full-fledged maintenance hangar
belonging to a private airline.

Overview of the Company

The airline began commercial flight operations from 10th November, 2010 using its own fleet of
two Canadian-built Bombardier Dash-8-Q300 aircraft, each seating 50 passengers in a singleclass layout. The aircraft is known for its exceptional reliability and passenger comfort.
From its emergence till date, the operation of the business is still being continued, serving its
customers and with airlines and other related services.
Across the fleet and for every single flight, Regent is giving paramount importance to the safety
of its passengers. Regent is closely working with the International Air Transport Association
(IATA) global airline industrys leading organization, which trains the airlines staff in the areas
of safety, security, and customer service. All of the staffs are motivated to provide impeccable
standards of services on the ground and in the air each and every time.

Competition Analysis
Bangladeshs domestic and regional international markets are becoming competitive day by day
as the countrys private airline sector continues to expand rapidly. There are now three privately
owned airlines operating in Bangladesh with few more preparing to launch operations. Currently
five airlines are operating in Bangladesh.

Direct Competitors

BIMAAN BANGLADESH
Bimaan is the largest but is still a relatively small carrier, operating 10 aircraft (all jets) to 19
international and three domestic destinations. Biman Bangladesh Airlines was established on
4rth January 1972 as Bangladeshs national airline. It is the National flag carrier airline of
Bangladesh. Their main hub is at Shahjalal International Airport in Dhaka & it also operates
flights from its secondary hubs. It has air service agreements with 42 countries & currently flies
to 16 different countries. The airline was owned & managed by the government of Bangladesh
until 23rd July 2007, when it was transformed into the countrys largest public limited company
by the Caretaker Government of Bangladesh.

UNITED AIRWAYS
Unnited Airways is Bangladeshs second largest carrier and the oldest of the active airlines in the
private sector, having been established in 2006; Currently serves seven domestic and six
international destinations with an in-service fleet of nine aircraft (five jets and four turboprops)
United Airways is Bangladeshs second largest carrier and the oldest of the active airlines in the
private sector, having been established in 2006. It currently serves seven domestic and six
international destinations with an in-service fleet of nine aircraft (five jets and four turboprops).
United Airways has the largest domestic network as it also serves Rajshahi and Saidpur, each
with one daily flight. It has also previously served Barisal and Ishwardi but its current schedule
does not have any service to these domestic destinations. It also launched Singapore in late 2013
but has since dropped the service. It has also dropped Dhaka-Kolkata but operates ChittagongKolkata, a route not served non-stop by any other carrier.

NOVOAIR
Novoair is one of the the two most recent new entrants in the industry. It was launched in early
2013 and currently operates three regional jets to five domestic destinations. It recently got
approval to operate overseas routes and aims to launch international services by the end of 2014.
Novoair has also been looking at Kathmandu and Kolkata as possible destinations in its initial
international network. Service to both destinations will likely be launched within the next few
months. Novoair is planning to join Biman on the Dhaka-Yangon route. Being the latest new
entrant Novoair has tried to differentiate its product by offering an all-jet schedule with leather
seats, a high standard of service and a consistently reliable operation. The market seems to have
responded well to the Novoair proposition as the carrier has reported solid initial traffic figures
and recently acquired its third ERJ-145.

US-BANGLA AIRLINES
The US-Bangla Airlines (USBA) Ltd is a leading business conglomerate of Bangladesh. The USBangla Group also owns other enterprises - American Purbachal City, a small township on the
outskirt of Dhaka, East American City, Holidays Homes, an ongoing project in Kuakata, Green
University of Bangladesh, US-Bangla Medical Hospital & College and US-Bangla Leather
Products Ltd. The USBA acquired initially two Bombardier built DASH 8-Q400 aircraft. The 3rd
DASH 8-Q400 aircraft was acquired and was 26 June 2015. These are 76-seat high speed
propeller aircraft which can fly at jet speed of 667 kilometers per hour. In fact it is the fastest
propeller airlines aircraft and also one of the safest airlines with no record of any fatal accident.
US-Bangla Airlines started its journey on 17 July 2014 with motto Fly Fast Fly Safe. Amongst
all the domestic airlines, currently we are operating maximum number of flights, transported
maximum number of passengers which is about 50% of the total domestic traffic, to maximum
number of seven destinations.

New Service
The new service belongs to the industry of both airline industry as well as tourism industry. This
is a mixture of both things joined together to create more opportunity for both industry as well as
the organizations that are included in this deal that are Regent Airways, Seagul Hotels Ltd, Cox
and The Cox Today.

Direct CompetitorsAll the other tourism package providers that provides the same need satisfying benefits of
convenience and luxury . But this is the first time an Airline company and other Hotels are
getting into a deal. Thus no direct competitors are there for the domestic industry.

Indirect competitorsShundorban packages and other geographical places that are providing similar packages for
vacation and tourism. Other hotels providing but not relating with any airways.
The degree of competition is very low as because Regent Airways is the first Bangladeshi Airline
company to provide customer with such type of packages. There are 5 Domestical airlines in
Bangladesh which are Novoair, Biman Bangladesh, Us-Bangla Airlines, United Airways and
lastly Regent Airways. As Regent Airways are providing this service for the first time in
Bangladesh, there is no big competition with the other direct competitors of Airline Industry. But

yes tourism industry competitors are there as competition but the hotels we choose to do conduct
the business together are one of the most renowned brands in hotel industry. Tourism industry in
Bangladesh is in a growing stage for which there is huge level of opportunity that can be
penetrated through our new service.
The core competencies are the added value services that are given with our core services. The
brand name of all the organization included to this service package creates great value. And each
of them has their own core competencies. Individually they have those core competencies of
each organization as well as together with more value added services as well as being the first
one to do this competition is very low for us.

Target Customer analysis

Regent Airways already has its target customers. But all customers are not targeted for this
airlines. We do not want to give less relaxation options like others do. We want to give more
service options to the customers and want to be unique. For the new services our most targeted
customers are of age 20-50 who come with their family and children. We will offer this new
service to them. This new service will be also offered to married couples.

Market segments
Geographical segment:
Our main target is to grab the attention of the customers of Regent Airways side by side
we will also offer our service outsiders but major facilities will be provided to our
customers. Our geographical segments are from the urban areas such as people from
Dhaka and Chittagong.
Demographic segments:
This new service is favorable for all groups of people. So our target is to grab attention of
all stages people. As it is an affordable airways with lots of opportunities so it will be
favorable for all. Our target customers are families, young people, businessman, service
holder etc.

Psychographic segment:
Regent airways is not so expensive so our main targeted customers will be upper middle
class or higher class people who can easily spend their money for spending quality time. This
new service will specially grab the attention of classy people and also those who has an
unquenchable thrust for enjoying the beauty of nature.

NEW SERVICE DEVELOPMENT PROCESS

Business Strategy Review:
Regent Airways is already an established and well known airlines. Bliss Tourism Package is a
new service for this airlines. This new service will clearly fit with our larger mission and vision.
For Bliss Tourism Package we will go for review. The vision and mission are stated later in this
report in the elaborated part of business strategy review section. The strategy will mainly focus
on trying to offer new service to our customers as we treat them as our guests more than
customers.
On the other hand, review occurs when a business expand itself by introducing a new service or
product in their current market setup and industry thus here the review of mission and vision
occurs where the adjustment is made in the new offering as per their current vision and mission.
After talking with the authority of Regent Airways we came to know their vision and mission
which are

Vision
We fulfill the dreams of Regent Airways through guest, employees and owner satisfaction by
continues improvement, positive attitude and behavior for success.

Mission
To be recognized and respected as a guest operator of ultra-luxury hotel rooms in a desirable
destination of the world and create positive, memorable guest experience. Thus the mission
statement is every little thing counts.
Through their vision and mission, we can see that their main purpose is to provide their guest
good quality service and to be unique which will make their stay happy and enjoyable and give a
positive attitude about them in customers minds. And in their mission it is clearly mentioned that
they believe that Every little thing Counts so while developing the new service it will be kept it
mind always that they will to as much as possible to attain their desired goal.

IDEA GENERATION
Idea generation 1
Airways is going for tourism package that will offer to its existing customers. We already made
so many arrangements. We are planning to get feedback from customers after delivering the
services. Customers may want some additional services or may not.A suggestion box will be
there if anyone to give suggestion.
After
doing group discussion and screening through a lot of ideas to be included in this new service we
decided that the tourism package may use these features.

Providing a skillful guide.

Photography
Different kind of tourist spots like Himchhori,Inani,Laboni Beach etc.
Lounge type seating arrangements.
Snacks with teas.
BBQ party, Bone fire
Concert
Parasailing
Spa
As already mentioned above regarding the Airways vision and mission they want to
provide quality service to their customers which will satisfy their customers so this new
service fits their agenda. In case of sales growth since most of the guest will be roaming
around the tourist spot, so it will definitely increase their sales.This will be the very first
tourism package for Regent is appropriate and worthy.
If we think from the cost prospective than since they are already
maintaining different kind of arrangements so they can afford a preferable tourism
package as well and this package will enhance their overall service more.

Idea Generation 2
Providing free Internet connection in domestic flights could be an amazing idea. For now, the
ViaSat-powered Wi-Fi is free (hurray!), that is going to be provided in domestic aircrafts in
Regent.. Some other airlines use expensive but mostly available in international flight.

We are going to generate idea 1, considering mission and vision, profit maximization,
capabilities, resources etc. As Bliss Tourism Package is going to offer two types of package First
one is for all categories of customers and the Second one is providing free internet connection in
domestic flights.
Since the journey is about 40-45 minutes so its not necessary to access internet in the journey
period. Ultimately we its logical to go for idea one to attract the customers.

NEW SERVICE DESCRIPTION

Types of service: Bliss Tourism Package is basically an attractive tourism package. Almost
every possible types of services it already covered like BBQ, spa, well different kinds of
beautiful tourist spot with adventurous stuffs like parasailing, photography, spa etc. To create
more customer value the honeymoon package would be available that includes hotel room
decoration with flowers, swimming pool, candle light dinner with live music. Our package is
going to be divided with three categories, one for classy posh people, second one is for newly
married couple that is honeymoon suit and the third one for regular people. They will ensure to
provide the attractive tourist spots to visit like Laboni Beach
Himchori
Inani Beach

Service Concept development and evaluation:

Regent airways is making a new concept for customers. Since it is new for this airways we
should evaluate this. With the help of frontier employees, we can evaluate the services as they
interact with customers directly. For concept development we have to develop four features:

Service Feature: Variety of packages, Variety of locations, variety of adventure stuffs.

Distinguishing Fact: Capture memorable moments gifted by Regent Airways, live music

etc.
Targeted customers: Families, Newly married couples, Business partners etc.
Need: We are trying to fulfill social need and esteem need.

SERVICE DEVELOPMENT AND TESTING:

For tangible part it will be easy to test but service is all about experience. We can invite partners
and employees families and friends before launching the tourism package. They will come and
take the service. After that they will give feedback whether they like the service or not.
Service feature: this tourism package will have provided various type of tourist
spots and adventure stuffs, live music with candle light dinner will be provided
for honeymoon couples, if anyone needed DVD or record will be given to them,
professional photographer will capture photo to the guests without any cost.
Distinguish factor: live music, traditional dance and photographer service
without any additional cost.
Target customer: affluent classy people, its preferable for all aged people. This
is also applicable for those who love to keep in touch with nature because this
tourism package is perfect ambiance against the backdrop of the green
environment of tourist spot.
Need: social need, physiological need, esteem need.

MARKET TESTING
We have to test the market before giving the service. Here are the 7ps of this market test:

7ps
Product: This is a preferable, enjoyable tourism package.
Price: We are following Price penetrating method. The value of this service is
included in the whole package. We are going to provide the best service to our
customers.
Promotion: The details will be informed in website and Facebook. We will also
promote through print media like newspaper.
Place: The place will be inside Bangladesh Chittagong, Coxs bazar & Dhaka.
People: People include employees+ customers+ other customers. Customers are
the co-producer. If the customers do not clearly say what they need it will be
difficult to serve them. One customers behavior influences other customers.
Employees behavior is also important because depending on their performance
the service will be count as a good service.
Process: Series of steps that will follow to give service. The details are given in
blueprint part.

 Blueprint:

Transportation

Rooms

Furniture

All other
Tangibles

Physical
Evidence

Customer
line
interaction

Booking
& buying
package

Getting
on & off
plane

Taking
the bus
ride to
hotel

Hotel
checkins

Following the
schedule(Incl.
food)

Hotel
Checkouts

Getting
on & off

plane

Gate keepers, etc

Line of Taking booking
Gate keepers,Tour
etc Guide
Receptio-nist
Tour Guide
Keepers & Others
visibility

Backstage
Employee

Support
System

Baggage Carriage

Logistic
Inbound and
outbound

Chef & Catering

Kitchen Supplies

Intermediaries

Financial
Accountability

Physical evidence: All tangible things are physical evidence. Like we will give
most comfortable sets as it will give people more relaxation.

BUSINESS ANALYSIS
Employee needed and their job specificationsWell for this package which is a new service that is being provided by Regent Airways, different
level of employees will be needed to be introduced so that consumers will not have any dilemma
or problems facing this new service innovation.
For beginning an employee will be present from the airport to their flight to the destined airport
that is in Chittagong as we are only providing this new service for Chittagong. That person will
be guiding the passengers of this package of what to do and how to do as well as answer any
queries they have as because this is something new, people are bound to have questions in their
mind. Thus this employee has to have full idea about what are the offering of the package as well
as have to be an expert in communication. After reaching the airport and transferring the
customers of this package to another employee, his/her duty is finished.
The 2nd employee needed is a guide who will then take those passengers to the designated hotel
of their valued package via mini bus or a bus which depends on the no. of customers for this
package. As the intermediaries have already communicated with the hotel management from
Regent Airways and also when buying the package the hotel booking has already been made.
Thus the customers can go directly to the hotel, and the guide can talk with the hotel
management and then provide the customers with the designated room keys.
The guides job is to be with those customers from time to time in the schedule that has been
designed for them to experience the different scenarios and tourist spots in Coxs Bazar like
Himchari, Inani beach, laboni beach etc.
The bus driver as well as another employee also in required for the operations to take in place as
conveniently as possible creating no hassle for the consumers and for the service to be as smooth
as possible while it is being simultaneously produced and consumed. And they are also
responsible for providing operations with transportation to the different tourist spots as well as

when they depart from coxs bazar. So they are needed there too for them to make customers
reach airport for their departure and end of their coxs bazar tour.
Employee Training1) Communication training must be emphasized specially for the guides because they are the one
who provides the information for the whole package while the customers are there to have a
good time. It is their duty for seeing that the customers are fully satisfied.
2) The guides should have every bit of knowledge about the culture of the places as well as about
the rules and regulations. Thus training in that matter is also a must for these employees.
3) The transportation employees must be fully aware of all the routes of Coxs bazar. Training
about providing knowledge to them if required is must also.
4) Regent Airways has a brand image as well as reputation that they need to hold on. These new
employees must be familiar with those high standards. So training them to be as adequate as
possible to match those standards is a must.
5) Cross train employees for high demanding times.
Tangibles for the Service1) Bus for the transportation as well as other vehicles needed for going to different visiting spots.
2) Uniform of the guide, the bus driver and also the other helper of the transportation. It must
represent Regent Airways.
Potentiality and FeasibilityCoxs Bazar is one of the prime tourism places in Bangladesh which is bombard with visitors in
an increasing manner. It has the worlds largest sea beach as well as different visiting spots which
can make anyone go mesmerized with its beauty.
Including this package as a new service innovation for Regent Airways is actually very feasible
as because tourism is given a priority as an industry in our country. Making people know about
our country and representing it to many people both nationally as well as internationally can
increase the reputation of our country by miles. Thus this is given priority. Plus the budgeting of
the whole project is beneficial for every industry sector that is related. Hotels are making a profit

as well as new employees are getting hired thus increasing the employment rate as well as
creating an impact on the economy of Bangladesh.
Potentiality is in great numbers for this new service. As people are getting more and more busy
with their day to day life, they are looking for easy, convenient and hassle free vacation to get out
of their daily busy life. This package includes all the necessary requirements such as hotel
booking, transportation, tour guide for the customers to get a wonderful experience. Thus this
can be predicted with great and constant high quality service, this package can have greater
impacts in profit maximization as well as targeting new customers groups too.
During High Demand and low demandNearly two million people visit Coxs Bazar in peak season from November to March. Visitors
are mainly Bangladeshi nationals and originate from all parts of Bangladesh. The basic itinery of
visitors includes walk along the beaches, sea bathing, shopping from the Rakhaine stalls. The
beaches of Labonee, Kalatoli, Himchari and Innani are particularly heavily visited-Labonee
beach is reportedly one of the most heavily visited tourist destination in the country.
The above information indicates how many potential customers visits Coxs Bazar and it is
increasing in a very fast rate. In peak time the demand may increase than the optimum capacity
of Regent Airways. Thus strategies for controlling the demand for these peak times are beneficial
for the organization.
Increasing the price of the packages during high demand is one way to maintain the demand to
optimum level and during low demand times providing incentives such as discounts and more
added value to the service is another way of maintaining the demand as the optimum capacity of
the service organization.

COMMERCIALIZATION:
We will start to offer this service after getting green signal from all researches.

POST INTRODUCTION ANALYSIS:

Here all the information gathered in commercialization stage will be analysis and changes will be
made if required in the 7ps for example.

CONCLUSION
Our service is going to be very exclusive, furthermore it is really enjoyable place for higher class
& higher middle class people. That will be the service, what customer always look for. The
combination of enjoying and taste will surely rule the customer up. That will surely beat the few
competitors in the market. We will always follow up to complete our mission statement. Our first
preference always will be the satisfaction of the customers.

REFERENCE
http://www.seagullhotelbd.com/
http://www.hotelthecoxtoday.com/
http://www.flyregent.com/